Chapter Chapter 5:5:

ResearchResearch

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OverviewOverview * *The importance of researchThe importance of research

* *Research techniquesResearch techniques

* *Scientific samplingScientific sampling

**questionnaire constructionquestionnaire construction

**ways of researching Respondentsways of researching Respondents

The Importance of ResearchThe Importance of Research

Research is the basic groundwork of any Research is the basic groundwork of any public relation programspublic relation programs. .

it involves the gathering and interpretation it involves the gathering and interpretation of information , as research is used in of information , as research is used in every phase of a communication programevery phase of a communication program..

Define ResearchDefine Research

Research is the systematic collection and Research is the systematic collection and interpretation of information to increase interpretation of information to increase

understandingunderstanding..

The Importance of ResearchThe Importance of Research

Many questions should be asked before Many questions should be asked before formulating a research designformulating a research design::

* *what’s the problemwhat’s the problem? ?

* *what kind of information is needed ? * what kind of information is needed ? * how will the results of research be how will the results of research be

usedused? ?

* *What specific public or (publics ) What specific public or (publics ) should be researchedshould be researched? ?

ContinuedContinued..…..…

* *should the organization do the should the organization do the research in house or hire an outside research in house or hire an outside

consultantsconsultants? ?

* *How will the Research data be How will the Research data be analyzed , reported or appliedanalyzed , reported or applied? ?

* *How soon will the results be neededHow soon will the results be needed

* *How much will the research costHow much will the research cost? ?

__Of course those questions will help Of course those questions will help the P.R person determine the extent the P.R person determine the extent and the nature of research neededand the nature of research needed. .

Using ResearchUsing Research

_ _Research is a multi tool that’s involved Research is a multi tool that’s involved everyevery

phase of a communication programphase of a communication program . .

_ _P.R departments spend about 3 to 5 P.R departments spend about 3 to 5 percent ofpercent of

their budget on researchtheir budget on research. .

P.R professionals use research in P.R professionals use research in the following waysthe following ways: :

*To achieve credibility with*To achieve credibility with managementmanagement : Executives want facts : Executives want facts not guesses & hunches .not guesses & hunches .

*To define audiences & segment *To define audiences & segment publicpublic Detailed information about Detailed information about the lifestyles , characteristics and the lifestyles , characteristics and consumption pattern of audiences consumption pattern of audiences helps to ensure that message reach helps to ensure that message reach the proper audience .the proper audience .

ContinuedContinued……

* *To formulate strategyTo formulate strategy : Much money can : Much money can be spent pursuing the wrong strategiesbe spent pursuing the wrong strategies

* *To test messageTo test message : Research is often : Research is often used to determine what particular used to determine what particular message most Salient with the target message most Salient with the target audienceaudience. .

* To help management keep in touch :* To help management keep in touch : Research helps bridge the Gap by Research helps bridge the Gap by periodically surveying key publics periodically surveying key publics about problems and concerns .about problems and concerns .

ContinuedContinued……

* *To prevent CrisesTo prevent Crises : Research can uncover : Research can uncover trouble spots and public concerns before they trouble spots and public concerns before they became page-one newsbecame page-one news

** To monitor the competitionTo monitor the competition : Often helps an : Often helps an organization shape it's marketing and organization shape it's marketing and communication strategies to counter a communication strategies to counter a competitor's strengths and capitalize on it’s competitor's strengths and capitalize on it’s weakness .weakness .

*To sway public opinion*To sway public opinion : facts and figure : facts and figure complied from a variety of primary and complied from a variety of primary and secondary sources can change public opinion .secondary sources can change public opinion .

ContinuedContinued……

**To generate PublicityTo generate Publicity : Polls and : Polls and surveys can generate publicity surveys can generate publicity for an organizationfor an organization. .

* *To Measure SuccessTo Measure Success : the bottom : the bottom line of any P.R program is line of any P.R program is whether the time and money whether the time and money spent accomplished the stated spent accomplished the stated objectivesobjectives. .

And we go to And we go to on the job on the job insightinsight the following points the following points: :

Public relation should contain the Public relation should contain the following information :following information :

* The sponsor of the study .* The sponsor of the study .* The name of the research company * The name of the research company

conducting the study conducting the study *A description of the study objectives .*A description of the study objectives .*A description of the sample , *A description of the sample ,

including the size of the sample and including the size of the sample and the population .the population .

On the Gob InsightsOn the Gob Insights

* *The Dates of data collectionThe Dates of data collection. .

* *The exact wording of the The exact wording of the questions askedquestions asked. .

* *Any information that researcher Any information that researcher believes is relevant to help the believes is relevant to help the public make a fair assessment of public make a fair assessment of the resultsthe results

Research TechniquesResearch Techniques

**Analysis of Analysis of organizational organizational materialsmaterials

**Library researchLibrary research

**Online resourcesOnline resources

**Content analysisContent analysis

**InterviewingInterviewing

*Focus groups*Focus groups

*Copy testing*Copy testing

Research techniquesResearch techniques

_We have secondary researches which _We have secondary researches which uses information from library sources uses information from library sources and increasingly from online and and increasingly from online and internet sources .internet sources .

_ and primary research involves _ and primary research involves gathering information through gathering information through Interviews or Sampling procedures .Interviews or Sampling procedures .

And we have two kinds of research And we have two kinds of research Quantitative and qualitative research . Quantitative and qualitative research . and you can see the differences and you can see the differences between each category in Table 5.1 between each category in Table 5.1 Page 132 .Page 132 .

Organizational MaterialsOrganizational Materials

* Library and online Database * Library and online Database methods:methods:

Reference books , academic Reference books , academic journals are found in every journals are found in every library , these materials are on library , these materials are on CD-ROM too .CD-ROM too .

_Many databases are available _Many databases are available online that contains abstracts or online that contains abstracts or full text articles .full text articles .

Public relations departments Public relations departments and firms use online and firms use online

databases in numbers of databases in numbers of waysways

* To research facts to support a * To research facts to support a project .project .

* To keep up –to-date with news about * To keep up –to-date with news about clients and their competitors clients and their competitors

* To track an organization's media * To track an organization's media campaignscampaigns

* To locate a special quote for a speech * To locate a special quote for a speech or report or report

* Tracking the press and business * Tracking the press and business reaction to an organization's action .reaction to an organization's action .

ContinuedContinued.….…

* To locate an expert who can * To locate an expert who can provide a possible strategy .provide a possible strategy .

* To keep top management * To keep top management apprised of current business apprised of current business issuesissues

* To learn the demographics and * To learn the demographics and attitudes of target publicsattitudes of target publics

Online Data BaseOnline Data Base

_ On line databases are always available the _ On line databases are always available the following are some of online databases used following are some of online databases used in P.R :in P.R :

* * Burrell's Broadcast DatabaseBurrell's Broadcast Database : which : which contains the full text of radio and T.V contains the full text of radio and T.V programs within 24 hours .programs within 24 hours .

* * Dow Jones News/RetrievalDow Jones News/Retrieval : this massive : this massive business library coverage of business news business library coverage of business news and economic indicators , industry & market and economic indicators , industry & market data.data.

* * Lexis/ NexisLexis/ Nexis : this database include 8 million : this database include 8 million articles from all the newspaper , magazines articles from all the newspaper , magazines and news services such as Washington Post .and news services such as Washington Post .

* *The internet and World The internet and World Wide WebWide Web

*The internet is a powerful research *The internet is a powerful research tool for public relation practitioner tool for public relation practitioner any organization post reams of any organization post reams of data on the internet usually in the data on the internet usually in the form of homepages form of homepages

- online search engines are essential - online search engines are essential for finding information on the for finding information on the internet and the world wide web .internet and the world wide web .

* *Content AnalysisContent Analysis

_Content analysis is the _Content analysis is the systematic and objectives systematic and objectives counting or categorizing of counting or categorizing of content . In P.R content often is content . In P.R content often is selected from media coverage of selected from media coverage of a topic or organization .a topic or organization .

* *InterviewsInterviews

We have Two kinds of interviews , first We have Two kinds of interviews , first Intercept interviewIntercept interview as it’s a short as it’s a short interview with people in shopping mall interview with people in shopping mall or sth. Like that,or sth. Like that,

Because people are Literally intercepted Because people are Literally intercepted in public places and asked their in public places and asked their opinions .opinions .

And the 2nd one the And the 2nd one the Purposive Purposive InterviewInterview, as this is more in Depth , as this is more in Depth because the interviewees are carefully because the interviewees are carefully selected based on their expertise or selected based on their expertise or leadership In the communityleadership In the community

* *Focus GroupFocus Group

The focus group techniques is widely The focus group techniques is widely used in advertising , marketing and used in advertising , marketing and public relation to help identify public relation to help identify attitudes and motivation of attitudes and motivation of important publics . and another important publics . and another purpose for focus group is to purpose for focus group is to formulate message themes and formulate message themes and communication strategies before communication strategies before launching a full campaign .launching a full campaign .

Focus Group (Cont.)Focus Group (Cont.)

_ Focus group by definition is an _ Focus group by definition is an informal research procedure that informal research procedure that develop qualitative information develop qualitative information rather than hard datarather than hard data

_ Focus Group also are very useful _ Focus Group also are very useful in identifying the range of in identifying the range of attitudes and opinions among attitudes and opinions among the participants .the participants .

* *Copy TestingCopy Testing

__Some organization Fail to Some organization Fail to communicate because they communicate because they produce and distribute materials produce and distribute materials that the target audience can't that the target audience can't understand , in many cases the understand , in many cases the material is written above the material is written above the educational level of the audience educational level of the audience so we have to be more accurate so we have to be more accurate in this topicin this topic. .

* *Other Research Other Research TechniquesTechniques

_Several New techniques deserve at _Several New techniques deserve at least brief mention , so let's mention least brief mention , so let's mention the website as it's become one of the the website as it's become one of the most important public relation tools most important public relation tools for information and for establishing for information and for establishing exchange with publics .exchange with publics .

_ Websites can be reviewed and refined _ Websites can be reviewed and refined through usability research , which through usability research , which often involves a think loud techniques often involves a think loud techniques for testing web pages and Web for testing web pages and Web functionality .functionality .

Scientific SamplingScientific Sampling

Random sampling proceduresRandom sampling procedures

Appropriate sample sizeAppropriate sample size

Acceptable margin of errorAcceptable margin of error

SamplingSampling

* The sampling method used * The sampling method used constrains the extent to which the constrains the extent to which the findings can be analyzed in detail findings can be analyzed in detail and Generalized to a larger and Generalized to a larger Population . When possible , Population . When possible , probability Samples Generate the probability Samples Generate the best results, particularly when doing best results, particularly when doing quantitative Research .quantitative Research .

Random SamplingRandom Sampling

_ Effective Polls and surveys Require a _ Effective Polls and surveys Require a random Sample . In Statistics , this random Sample . In Statistics , this means that everyone in the targeted means that everyone in the targeted audience (as defined by Researcher ) audience (as defined by Researcher ) has an equal or known chance of has an equal or known chance of being selected for the survey . This is being selected for the survey . This is also called a also called a probability sample .probability sample .

_ In contrast , a _ In contrast , a non probability surveynon probability survey isn’t random at allisn’t random at all

ContinuedContinued……

_ The most Precise Random sample is one _ The most Precise Random sample is one generated from lists that have the name of generated from lists that have the name of every person in the target audience .every person in the target audience .

_ Another method to ensure representation _ Another method to ensure representation is to draw a random sample that matches is to draw a random sample that matches the Characteristics of the audience and the Characteristics of the audience and this is called this is called Quota samplingQuota sampling

_ Quota sampling can be drawn on any _ Quota sampling can be drawn on any number of Demographics factors such as number of Demographics factors such as age, Religion, race , income depending on age, Religion, race , income depending on the purpose of the survey .the purpose of the survey .

Sample sizeSample size

_ In any probability study , Sample size is _ In any probability study , Sample size is always a big question . National Polls always a big question . National Polls Firms Usually sample 1,000 to 1,500 Firms Usually sample 1,000 to 1,500 people and get a highly accurate Idea of people and get a highly accurate Idea of what the U.S adult population is thinking .what the U.S adult population is thinking .

_ In public Relations , the primary purpose of _ In public Relations , the primary purpose of poll data is to get indications of attitudes poll data is to get indications of attitudes and opinions , not to predict elections .and opinions , not to predict elections .

_Note :_Note :As the sample size become larger the As the sample size become larger the

margin of error will be decreased and Vice margin of error will be decreased and Vice VersaVersa

Questionnaire ConstructionQuestionnaire Construction

SemanticsSemantics

Biased WordingBiased Wording

Timing and contextTiming and context

Political CorrectnessPolitical Correctness

Answer categoriesAnswer categories

Questionnaire ConstructionQuestionnaire Construction

* The design of a questionnaire , * The design of a questionnaire , wording and the order of the wording and the order of the question is probably at least as question is probably at least as important as correct sampling . important as correct sampling . Timing & context also affect Timing & context also affect ResponsesResponses

The problem of SemanticsThe problem of Semantics

_ Wording the questions on a questionnaire _ Wording the questions on a questionnaire is a time consuming process, and it’s is a time consuming process, and it’s unusual for a questionnaire to go through unusual for a questionnaire to go through multiple Drafts to achieve maximum multiple Drafts to achieve maximum Clarity .Clarity .

_ Research shows that people often think _ Research shows that people often think something is a good idea, but don’t think it something is a good idea, but don’t think it would work , another related problem is would work , another related problem is how respondents might interpret the world how respondents might interpret the world Limit and Curtail .Limit and Curtail .

Avoid Biased WordingAvoid Biased Wording

_ Questionnaire should avoid questions _ Questionnaire should avoid questions that use highly charged words to that use highly charged words to Elicit a particular response .Elicit a particular response .

_ In a survey , such statements and _ In a survey , such statements and questions are an indication that questions are an indication that Advocacy research is being Advocacy research is being conducted, that’s the questionnaire conducted, that’s the questionnaire skewed to promote a product or a skewed to promote a product or a service .service .

Timing & ContextTiming & Context

_Responses to survey questions are _Responses to survey questions are influenced by events and this should influenced by events and this should be taken into consideration when be taken into consideration when reviewing the result of a survey reviewing the result of a survey

_ Large organizations such as Microsoft _ Large organizations such as Microsoft counterbalance the effects of one-counterbalance the effects of one-time events by conducting Quarterly time events by conducting Quarterly surveys , this technique called surveys , this technique called Benchmarking .Benchmarking .

Political CorrectnessPolitical Correctness_ Another Problem with Questionnaire design _ Another Problem with Questionnaire design

involves questions that tend to Elicit the (correct) involves questions that tend to Elicit the (correct) response, this is also called response, this is also called Courtesy Bias .Courtesy Bias .

_ Respondents often choose answers that won’t _ Respondents often choose answers that won’t offend the interviewer and that reflect offend the interviewer and that reflect mainstream thinking .mainstream thinking .

_ Surveys of P.R practitioners about the value of _ Surveys of P.R practitioners about the value of research also show a degree of Courtesy Bias in research also show a degree of Courtesy Bias in choosing the politically correct answer .choosing the politically correct answer .

_Researchers try to avoid politically correct _Researchers try to avoid politically correct answers by making questionnaires confidential answers by making questionnaires confidential and by promising anonymity to the people who and by promising anonymity to the people who are surveyed, Bec. Employees perceive the P.R are surveyed, Bec. Employees perceive the P.R department to be part of management . department to be part of management .

Answer CategoriesAnswer Categories

_ Answer Categories also can skew a _ Answer Categories also can skew a questionnaire , it’s important that answer questionnaire , it’s important that answer choices are provided that a cover a range choices are provided that a cover a range of opinions .of opinions .

_ In general “ Yes or No “ questions aren’t _ In general “ Yes or No “ questions aren’t very good for examining respondents , very good for examining respondents , perceptions and attitudes, the answer of perceptions and attitudes, the answer of “yes Or No “ provides a little feedback on “yes Or No “ provides a little feedback on the strength and weakness of a the strength and weakness of a respondent’s opinion respondent’s opinion

Related to the subjectRelated to the subject.. ..

_ Another way of designing a numeric scale is _ Another way of designing a numeric scale is to pinpoint a respondent’s beliefs or attitudes to pinpoint a respondent’s beliefs or attitudes is to use 5-point scale , such like this :is to use 5-point scale , such like this :

_Question :_Question :

How would you evaluate the company’s efforts How would you evaluate the company’s efforts to keep you informed about job benefits ? to keep you informed about job benefits ? Please circle one of the following numbers Please circle one of the following numbers

1 being a low rating and 5 being a high rating 1 being a low rating and 5 being a high rating

The AnswerThe Answer

1 2 3 4 51 2 3 4 5

The advantage of Numeric scales is The advantage of Numeric scales is that the mean and the median can that the mean and the median can be calculated be calculated

Questionnaire GuidelinesQuestionnaire Guidelines

The following are some general Guidelines for The following are some general Guidelines for the construction of questionnaires :the construction of questionnaires :

• Determine the type of information that’s Determine the type of information that’s neededneeded

• State the objective in writing State the objective in writing • Decide which group will receive the Decide which group will receive the

questionnaire questionnaire • Decide on the size of the sampleDecide on the size of the sample• Used Closed- end ( Multiple choice) answers Used Closed- end ( Multiple choice) answers

as often as possible as often as possible

RelatedRelated……

Used categories when asking questions Used categories when asking questions about the age , education , age & incomeabout the age , education , age & income

Avoid Ambiguous words and phrases that Avoid Ambiguous words and phrases that may confuse the respondentsmay confuse the respondents

Remember to consider the context and Remember to consider the context and placement of questions placement of questions

* Designing a questionnaire and analyzing * Designing a questionnaire and analyzing the results can be time – consuming , but the results can be time – consuming , but Microsoft program is available that can Microsoft program is available that can make the task much Easier make the task much Easier

AdvantageAdvantage

_ _The software help the P.R personnel The software help the P.R personnel create questionnaire by providing create questionnaire by providing ready –made questions that can be ready –made questions that can be tailored to fit any situation , in tailored to fit any situation , in addition the program also help addition the program also help conduct data analysis to Identify conduct data analysis to Identify target publicstarget publics. .

Reaching RespondentsReaching Respondents

Survey respondents may be reached Survey respondents may be reached by by

E-mail , telephone , the web , personal E-mail , telephone , the web , personal iterviews or through Piggyback iterviews or through Piggyback (Omnibus) survey (Omnibus) survey

Ways of Researching Ways of Researching RespondentsRespondents

Mail QuestionnaireMail Questionnaire

Advantages:Advantages:

Better controlBetter control Large areas can be covered economicallyLarge areas can be covered economically InexpensiveInexpensive Large numbers of people can be includedLarge numbers of people can be included

Disadvantages:Disadvantages:

Low response rateLow response rate

Ways of Researching Ways of Researching RespondentsRespondents

Telephone SurveysTelephone Surveys

Advantages:Advantages:

Immediate response/nonresponseImmediate response/nonresponse More personalMore personal Less intrusiveLess intrusive 80 to 90 percent response rate80 to 90 percent response rate

Disadvantages:Disadvantages:

Access to phone numbersAccess to phone numbers

Ways of Researching Ways of Researching RespondentsRespondents

Personal InterviewsPersonal Interviews

Advantages:Advantages:

Can generate a wealth of informationCan generate a wealth of information

Disadvantages:Disadvantages:

Can be costly and time consumingCan be costly and time consuming

Ways of Researching Ways of Researching RespondentsRespondents

Piggyback Survey (Omnibus Survey)Piggyback Survey (Omnibus Survey)

Advantages:Advantages:

Cost effectiveCost effective Expertise of the survey organizationsExpertise of the survey organizations

Disadvantages:Disadvantages:

Limited to only one or two questions – a Limited to only one or two questions – a snapshot of public opinionsnapshot of public opinion

Subject matter must be relevant to a general Subject matter must be relevant to a general publicpublic

Ways of Researching Ways of Researching RespondentsRespondents

Web and Email SurveysWeb and Email Surveys

Advantages:Advantages:

Immediate replyImmediate reply Low costLow cost

Disadvantages:Disadvantages:

Low response rateLow response rate ImpersonalImpersonal

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